How I Put the "Apply Now" in University of Richmond

A deep dive into how strategic paid media transformed the University of Richmond's enrollment numbers. Spoiler alert: It involved a lot of data and zero magic.

Fueling Enrollment Growth for the University of Richmond:

The Challenge
The University of Richmond wanted to increase student applications and enrollment, but faced a crowded and competitive landscape. The challenge was to create a digital marketing strategy that would not only reach prospective students but also drive them to action.

My Role
As the lead digital strategist for this project, my role was to architect and execute a comprehensive paid media strategy. I was responsible for everything from building the initial campaigns to analyzing performance data and optimizing for success. My focus was on ensuring that every ad dollar worked as hard as possible to attract the right applicants.
The Solution
I developed a multi-channel digital campaign that reached prospective students across various platforms, including search, social, and display networks. The strategy focused on delivering personalized and compelling content to each audience segment, whether they were high school students, parents, or counselors. I leveraged data to identify the most effective channels and creative assets, ensuring our messaging resonated with our target audience.

The Results
The campaign was a resounding success, leading to a significant increase in student applications and overall enrollment. By meticulously optimizing our campaigns, we achieved a low cost-per-application, allowing the university to maximize its budget and achieve its enrollment goals.